B2B Ignite 2018 - The psychology behind content: How to trigger your users’ behaviour

Giuseppe Caltabiano
Giuseppe CaltabianoGlobal Marketing Executive, Keynote Speaker, and Writer - Head of Content Marketing Advisory Services at NewsCred
X
B2B Ignite 2018 - The psychology behind content: How to trigger your users’ behaviour
Welcome!
Giuseppe Caltabiano
HEAD OF CONTENT STRATEGY FOR EMEA & APAC
CONTENTLY
@giusec
X
The psychology
behind content:
how to trigger
your users’
behaviour
X
Psychology, Design, Content (the rise of the Hybrid
Marketer)
The psychology behind content - B2B Ignite 2018, London, 10 July 2018
Psychology
Content
Marketing
Design
(A very powerful)
Sweet Spot
X
Today’s Agenda
Introduction Psychology Models Persuasion
An introduction to
Psychology for
Content Marketers
ELM and Fogg
Behavior Model
Cialdini’s Principles
of Persuasion
The psychology behind content - B2B Ignite 2018, London, 10 July 2018
X
Introduction
Psychology, a definition
7
The psychology behind content - B2B Ignite 2018, London, 10 July 2018
Psychology: the study of human
behaviour in a given context
“
X
What do you see?
X
We humans project ourselves into so
much of what we see. This instinct is
guided by our primordial desire for
emotional connections with others.
We are hardwired to seek emotion in
human faces.
For this reason, photos of human
faces in a design can profoundly
influence an audience.
We’re looking for emotions
The psychology behind content - B2B Ignite 2018, London, 10 July 2018
HumansObjects
Image with a
face saw
+160% CTR,
+290% CVR
vs. image
without face.
vs. +160% CTR
X
Utilising dark patterns or tricking a user into doing
something they wouldn’t otherwise do is not persuasion.
It’s being an asshole
Victor S. Yocco. “Design for the Mind”
A word on Persuasion
The psychology behind content - B2B Ignite 2018, London, 10 July 2018
“
X
1. Elaboration Likelihood Model (ELM) (Petty, Caciocco)
2. Fogg Behavior Design model (E.J. Fogg)
3. Cialdini’s Persuasion Principles (Cialdini)
Three models
The psychology behind content - B2B Ignite 2018, London, 10 July 2018
X
Elaboration Likelihood Model
X
Elaboration Likelihood Model
The psychology behind content - B2B Ignite 2018, London, 10 July 2018
Means your audience cares
more about the message.
They’ll pay attention and
scrutinize quality and
strength of the argument.
Central Route
Happens on a more superficial
level. Your audience will pay
less attention to the message
while being influenced by
secondary factors, such as
source credibility, visual appeal,
presentation, and enticements
like food, sex, and humour.
Peripheral Route
ELM in practice - Central Route
14
The psychology behind content - B2B Ignite 2018, London, 10 July 2018
ELM in practice - Peripheral Route
15
The psychology behind content - B2B Ignite 2018, London, 10 July 2018
Example of Central Route - Amazon
16
The psychology behind content - B2B Ignite 2018, London, 10 July 2018
Example of Peripheral Route - Amazon
17
The psychology behind content - B2B Ignite 2018, London, 10 July 2018
Example of Peripheral Route
18
The psychology behind content - B2B Ignite 2018, London, 10 July 2018
Example of Peripheral Route
19
The psychology behind content - B2B Ignite 2018, London, 10 July 2018
Motivation and Ability
20
The psychology behind content - B2B Ignite 2018, London, 10 July 2018
• What promotes central route processing and high elaboration?
• Researchers have explored 2 main factors: motivation and ability
• This leads to the next model: Fogg Behavior Model
High ABILITY to process
information
High MOTIVATION
Strong attitude toward
product or content
High ABILITY to process
information
Low ABILITY to process
information
Low MOTIVATION
Weak attitude toward product
or content
Central Route
Peripheral
Ability Motivation
“Motivation and Ability
promotes Central Route
processing
X
Fogg Behavior Model
X
Fogg Behavior Model
The psychology behind content - B2B Ignite 2018, London, 10 July 2018
Psychology TechnologyBehavior
Design
X
• Fogg Behavior Model explains that 3 elements must come
together at the same time for a behaviour to occur:
motivation, ability and trigger
• When a behavior does not occur, at least one of those three
elements is missing
Fogg Behavior Model
The psychology behind content - B2B Ignite 2018, London, 10 July 2018
B = mat
Behavior = motivation x ability x trigger
X
• When motivation is high, you can get people to
do hard things. But once it drops people will only
do easy things
• Status, Access, Power, Stuff can help boosting
motivation
Motivation
The psychology behind content - B2B Ignite 2018, London, 10 July 2018
X
Motivation - Duolingo (status)
The psychology behind content - B2B Ignite 2018, London, 10 July 2018
Motivation: Vitality (stuff)
26
The psychology behind content - B2B Ignite 2018, London, 10 July 2018
Motivation: AXA (stuff)
27
The psychology behind content - B2B Ignite 2018, London, 10 July 2018
X
• In order to perform a target behavior, a person
must have the ability to do so
• There are two paths to increasing ability:
1. You can train people, giving them more skills
(ability) to do the target behavior
2. better path is to make the target behavior
easier to do (simplicity)
Make it easy for your audience to understand what
you offer and how to receive it.
Ability (and Simplicity)
The psychology behind content - B2B Ignite 2018, London, 10 July
2018
Simplicity increase Ability“
X
Ability (and Simplicity)
The psychology behind content - B2B Ignite 2018, London, 10 July 2018
This leads to an important rule: If you
must choose what to optimize for,
always choose ability over motivation.
Become a master of simplification, not
motivation. 
“
Simplicity: Oscar
30
The psychology behind content - B2B Ignite 2018, London, 10 July 2018
Simplicity? Generali
31
The psychology behind content - B2B Ignite 2018, London, 10 July 2018
X
• The third element of the Fogg Behavior
Model is Triggers
• Sometimes a Trigger can be external, like an
alarm sounding.
• Other times, the Trigger is internal and come
from our daily routine
Triggers
The psychology behind content - B2B Ignite 2018, London, 10 July 2018
Without a Trigger, the target
behaviour will not happen
“
X
Triggers: Addison Lee Taxis
The psychology behind content - B2B Ignite 2018, London, 10 July 2018
X
Triggers: Amazon Fresh
The psychology behind content - B2B Ignite 2018, London, 10 July 2018
X
Triggers: Capgemini Content Loop
The psychology behind content - B2B Ignite 2018, London, 10 July 2018
X
Cialdini’s Principles of Persuasion
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• As Cialdini puts it, we’re in the age of information overload. We don’t have time
to process all of the information and then to make informed decisions
• This incapacity makes us look for signals (shortcuts)
• These signals that help us decide if we want to do something
Cialdini’s Model
The psychology behind content - B2B Ignite 2018, London, 10 July 2018
Reciprocity Consistency Scarcity Social Proof
We use signals (shortcuts) to make fast
and informed decisions“
Reciprocity - Freshbooks
38
The psychology behind content - B2B Ignite 2018, London, 10 July 2018
Reciprocity - Basecamp
39
The psychology behind content - B2B Ignite 2018, London, 10 July 2018
Consistency & Status Quo - Blue Apron
40
The psychology behind content - B2B Ignite 2018, London, 10 July 2018
Scarcity & Fear of Missing Out (FoMo) - Amazon
41
The psychology behind content - B2B Ignite 2018, London, 10 July 2018
Scarcity & Fear of Missing Out (FoMo) - British Airways
42
The psychology behind content - B2B Ignite 2018, London, 10 July 2018
Social Proof: MarketingProfs
43
The psychology behind content - B2B Ignite 2018, London, 10 July 2018
Social Proof: CMI (Content Marketing Institute)
44
The psychology behind content - B2B Ignite 2018, London, 10 July 2018
Social Proof: FreshBooks
45
The psychology behind content - B2B Ignite 2018, London, 10 July 2018
Summary
46
The psychology behind content - B2B Ignite 2018, London, 10 July 2018
Ability
Motivation
Triggers
Shortcuts
References
47
The psychology behind content - B2B Ignite 2018, London, 10 July 2018
Giuseppe Caltabiano
HEAD OF CONTENT STRATEGY FOR EMEA & APAC
CONTENTLY
@giusec
X
New York
598 Broadway, 4th floor

New York, NY 10012
UK
WeWork

Shoreditch Mark Square

1 Mark Square

London EC2A 4EG

UK
Thank You
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B2B Ignite 2018 - The psychology behind content: How to trigger your users’ behaviour

  • 1. X
  • 3. Welcome! Giuseppe Caltabiano HEAD OF CONTENT STRATEGY FOR EMEA & APAC CONTENTLY @giusec X The psychology behind content: how to trigger your users’ behaviour
  • 4. X Psychology, Design, Content (the rise of the Hybrid Marketer) The psychology behind content - B2B Ignite 2018, London, 10 July 2018 Psychology Content Marketing Design (A very powerful) Sweet Spot
  • 5. X Today’s Agenda Introduction Psychology Models Persuasion An introduction to Psychology for Content Marketers ELM and Fogg Behavior Model Cialdini’s Principles of Persuasion The psychology behind content - B2B Ignite 2018, London, 10 July 2018
  • 7. Psychology, a definition 7 The psychology behind content - B2B Ignite 2018, London, 10 July 2018 Psychology: the study of human behaviour in a given context “
  • 9. X We humans project ourselves into so much of what we see. This instinct is guided by our primordial desire for emotional connections with others. We are hardwired to seek emotion in human faces. For this reason, photos of human faces in a design can profoundly influence an audience. We’re looking for emotions The psychology behind content - B2B Ignite 2018, London, 10 July 2018 HumansObjects Image with a face saw +160% CTR, +290% CVR vs. image without face. vs. +160% CTR
  • 10. X Utilising dark patterns or tricking a user into doing something they wouldn’t otherwise do is not persuasion. It’s being an asshole Victor S. Yocco. “Design for the Mind” A word on Persuasion The psychology behind content - B2B Ignite 2018, London, 10 July 2018 “
  • 11. X 1. Elaboration Likelihood Model (ELM) (Petty, Caciocco) 2. Fogg Behavior Design model (E.J. Fogg) 3. Cialdini’s Persuasion Principles (Cialdini) Three models The psychology behind content - B2B Ignite 2018, London, 10 July 2018
  • 13. X Elaboration Likelihood Model The psychology behind content - B2B Ignite 2018, London, 10 July 2018 Means your audience cares more about the message. They’ll pay attention and scrutinize quality and strength of the argument. Central Route Happens on a more superficial level. Your audience will pay less attention to the message while being influenced by secondary factors, such as source credibility, visual appeal, presentation, and enticements like food, sex, and humour. Peripheral Route
  • 14. ELM in practice - Central Route 14 The psychology behind content - B2B Ignite 2018, London, 10 July 2018
  • 15. ELM in practice - Peripheral Route 15 The psychology behind content - B2B Ignite 2018, London, 10 July 2018
  • 16. Example of Central Route - Amazon 16 The psychology behind content - B2B Ignite 2018, London, 10 July 2018
  • 17. Example of Peripheral Route - Amazon 17 The psychology behind content - B2B Ignite 2018, London, 10 July 2018
  • 18. Example of Peripheral Route 18 The psychology behind content - B2B Ignite 2018, London, 10 July 2018
  • 19. Example of Peripheral Route 19 The psychology behind content - B2B Ignite 2018, London, 10 July 2018
  • 20. Motivation and Ability 20 The psychology behind content - B2B Ignite 2018, London, 10 July 2018 • What promotes central route processing and high elaboration? • Researchers have explored 2 main factors: motivation and ability • This leads to the next model: Fogg Behavior Model High ABILITY to process information High MOTIVATION Strong attitude toward product or content High ABILITY to process information Low ABILITY to process information Low MOTIVATION Weak attitude toward product or content Central Route Peripheral Ability Motivation “Motivation and Ability promotes Central Route processing
  • 22. X Fogg Behavior Model The psychology behind content - B2B Ignite 2018, London, 10 July 2018 Psychology TechnologyBehavior Design
  • 23. X • Fogg Behavior Model explains that 3 elements must come together at the same time for a behaviour to occur: motivation, ability and trigger • When a behavior does not occur, at least one of those three elements is missing Fogg Behavior Model The psychology behind content - B2B Ignite 2018, London, 10 July 2018 B = mat Behavior = motivation x ability x trigger
  • 24. X • When motivation is high, you can get people to do hard things. But once it drops people will only do easy things • Status, Access, Power, Stuff can help boosting motivation Motivation The psychology behind content - B2B Ignite 2018, London, 10 July 2018
  • 25. X Motivation - Duolingo (status) The psychology behind content - B2B Ignite 2018, London, 10 July 2018
  • 26. Motivation: Vitality (stuff) 26 The psychology behind content - B2B Ignite 2018, London, 10 July 2018
  • 27. Motivation: AXA (stuff) 27 The psychology behind content - B2B Ignite 2018, London, 10 July 2018
  • 28. X • In order to perform a target behavior, a person must have the ability to do so • There are two paths to increasing ability: 1. You can train people, giving them more skills (ability) to do the target behavior 2. better path is to make the target behavior easier to do (simplicity) Make it easy for your audience to understand what you offer and how to receive it. Ability (and Simplicity) The psychology behind content - B2B Ignite 2018, London, 10 July 2018 Simplicity increase Ability“
  • 29. X Ability (and Simplicity) The psychology behind content - B2B Ignite 2018, London, 10 July 2018 This leads to an important rule: If you must choose what to optimize for, always choose ability over motivation. Become a master of simplification, not motivation.  “
  • 30. Simplicity: Oscar 30 The psychology behind content - B2B Ignite 2018, London, 10 July 2018
  • 31. Simplicity? Generali 31 The psychology behind content - B2B Ignite 2018, London, 10 July 2018
  • 32. X • The third element of the Fogg Behavior Model is Triggers • Sometimes a Trigger can be external, like an alarm sounding. • Other times, the Trigger is internal and come from our daily routine Triggers The psychology behind content - B2B Ignite 2018, London, 10 July 2018 Without a Trigger, the target behaviour will not happen “
  • 33. X Triggers: Addison Lee Taxis The psychology behind content - B2B Ignite 2018, London, 10 July 2018
  • 34. X Triggers: Amazon Fresh The psychology behind content - B2B Ignite 2018, London, 10 July 2018
  • 35. X Triggers: Capgemini Content Loop The psychology behind content - B2B Ignite 2018, London, 10 July 2018
  • 37. X • As Cialdini puts it, we’re in the age of information overload. We don’t have time to process all of the information and then to make informed decisions • This incapacity makes us look for signals (shortcuts) • These signals that help us decide if we want to do something Cialdini’s Model The psychology behind content - B2B Ignite 2018, London, 10 July 2018 Reciprocity Consistency Scarcity Social Proof We use signals (shortcuts) to make fast and informed decisions“
  • 38. Reciprocity - Freshbooks 38 The psychology behind content - B2B Ignite 2018, London, 10 July 2018
  • 39. Reciprocity - Basecamp 39 The psychology behind content - B2B Ignite 2018, London, 10 July 2018
  • 40. Consistency & Status Quo - Blue Apron 40 The psychology behind content - B2B Ignite 2018, London, 10 July 2018
  • 41. Scarcity & Fear of Missing Out (FoMo) - Amazon 41 The psychology behind content - B2B Ignite 2018, London, 10 July 2018
  • 42. Scarcity & Fear of Missing Out (FoMo) - British Airways 42 The psychology behind content - B2B Ignite 2018, London, 10 July 2018
  • 43. Social Proof: MarketingProfs 43 The psychology behind content - B2B Ignite 2018, London, 10 July 2018
  • 44. Social Proof: CMI (Content Marketing Institute) 44 The psychology behind content - B2B Ignite 2018, London, 10 July 2018
  • 45. Social Proof: FreshBooks 45 The psychology behind content - B2B Ignite 2018, London, 10 July 2018
  • 46. Summary 46 The psychology behind content - B2B Ignite 2018, London, 10 July 2018 Ability Motivation Triggers Shortcuts
  • 47. References 47 The psychology behind content - B2B Ignite 2018, London, 10 July 2018 Giuseppe Caltabiano HEAD OF CONTENT STRATEGY FOR EMEA & APAC CONTENTLY @giusec
  • 48. X New York 598 Broadway, 4th floor
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